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Video Highlights:Green Marketing Conference

An Industry Ponders Its Carbon Footprints

NEW YORK (AdAge.com) -- If Advertising Age's first eco-marketing conference
demonstrated anything it was that the greenhouse gas issue has rocketed from a
fringe movement about inconvenient truth to a serious mainstream concern about
corporate liabilities. The one-day Green Conference, which expected to attract
300 paying attendees to its midtown Manhattan venue, was ultimately jam packed
with more than 550.

Brand profiles The messages from
the stage were largely tailored for marketing executives suddenly tasked with
devising strategies for defending, shaping and otherwise managing their brands'
environmental profiles.

But it wasn't a rah-rah session or a
by-the-numbers class in product green-washing. Josh Bernstein, new Discovery
Channel environmental advocate and three-year host of the hit History Channel
adventure show "Digging for the Truth," charged the assembled advertisers with
using their national communications powers to "help make people care."

Sacrifice and discipline "There's going to have to be a lot of
determination, commitment, sacrifice required -- no one's talking about this
enough," he said. "There has to be sacrifice and discipline. Our current way of
living has to be changed. It's about more than just driving a hybrid car and
using compact fluorescent light bulbs. The American population needs to be
prepared for a little bit of discomfort."

Taking another tack,
crisis-management authority Mike Lawrence stressed the importance of
understanding how to avoid the creation of unintended corporate risks through
marketing.

Enviroment assessments First and foremost,
he said, every marketing company "needs a structure to assess its current impact
on the environment. That's in areas from supply chain, emissions, packaging,
transportation and other forms of energy use."

Keynote speaker Kevin Wall, the producer of cause-oriented entertainment events such as Live 8 and the upcoming Live Earth music concerts, said the political status of
environmentalism has changed massively in the last year and predicted that
commerce and society would be dramatically reshaped over the next five years.

"Green is good for business. ... There's a lot that can happen," he
told the audience. "What BP and Shell have done has been fantastic -- I think
they've really moved the needle."